• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2008년도 연합학회학술대회
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• pp.253-261
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• 2008

상당수의 중소기업은 자체 마케팅 역량이 부족하여 제품 및 기술 개발에 있어서 초기부터 마케팅 활동을 충분히 수행하고 있지 못한 경우가 많다. 본 논문은 이러한 문제를 해결하기 위해 원료 공급에서부터 가공, 아웃소싱, 판매, 협업에 이르는 제품 생산 활동의 각 단계마다 적절한 마케팅 지향 정보가 제공되도록 공공 서비스 제공 전략을 제시한다. 또한 제품정보, 시장 정보, 기술 정보로 구성된 마케팅 지향형 정보 제공 시스템의 프로토타입을 제시한다.

• Asia Marketing Journal
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• 제22권2호
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• pp.87-98
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• 2020

HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world's largest furniture retailer after entering the Korean market in December 2014. IKEA's entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities. The authors propose the main success factors in three ways: (1) residents-database including apartment floorplans in Korea, (2) high-quality human services provided by construction and A/S (After-sales Service), (3) channel diversification that provides comprehensive consultations (e.g., flagship stores, home shopping channels, stores in marts, and interior dealers). Especially, there have been various consumer needs in Korean market, such as creating their own stylish space economically. HANSSEM meets customer's needs by reinforcing the space-package (complete-interior is provided to customer in a package rather than combining individual piece of furniture) and opening showrooms, which makes customers freely experience the products and receive detailed consultations on interior designs by alleviating customers' difficulties in decorating their homes. Based on HANSSEM's outstanding activities and new investments, we look forward to seeing that HANSSEM will achieve its ultimate goal of maintaining the position of number one furniture company by attaining customer satisfaction through higher quality in Korea.

• 한국전자거래학회지
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• 제4권1호
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• pp.21-36
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• 1999

Using user monitoring techniques on web, marketing decision makers in cyber shopping malls can gather customer behavior data as well as sales transaction data and customer profiles. In this paper, we present a marketing rule extraction technique for customer behavior analysis in cyber shopping malls, The technique is an application of market basket analysis which is a representative data mining technique for extracting association rules. The market basket analysis technique is applied on a customer behavior log table, which provide association rules about web pages in a cyber shopping mall. The extracted association rules can be used for mall layout design, product packaging, web page link design, and product recommendation. A prototype cyber shopping mall with customer monitoring features and a customer behavior analysis algorithm is implemented using Java Web Server, Servlet, JDBC(Java Database Connectivity), and relational database on windows NT.

• 산업경영시스템학회지
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• 제23권54호
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• pp.27-36
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• 2000

The problem of discovering association rules is an emerging research area, whose goal is to extract significant patterns or interesting rules from large databases and several algorithms for mining association rules have been applied to item-oriented sales transaction databases. Data warehouses and OLAP engines are expected to be widely available. OLAP and data mining are complementary; both are important parts of exploiting data. Our study shows that data cube is an efficient structure for mining association rules. OLAP databases are expected to be a major platform for data mining in the future. In this paper, we present an efficient and effective algorithm for mining association rules using data cube. The algorithm can be applicable to enhance the power of competitiveness of business organizations by providing rapid decision support and efficient database marketing through customer segmentation.

• 유통과학연구
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• 제22권5호
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• pp.11-26
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• 2024

Purpose: The concept of News-finds-me Perception (NFMP) is gaining increasing scholarly interest due to its wide-ranging findings and implications in digital communications and marketing. From the retail marketing and communication approaches, social media is an effective tool to effectively communicate and persuade customers and stakeholders. Nevertheless, a scarcity of systematic review studies that systematically assemble prior research in the field is recognized. Consequently, this research investigated the Scopus database for articles pertaining to NFMP. Research design, data and methodology: The search was conducted on August 24, 2023, retrieving 46 documents. Following a data-cleaning process, 31 documents remained, providing evidence of the subject area's five-year development. The data was refined with OpenRefine and analyzed with VosViewer. Results: An overview of the subject's expansion is presented, which comprises the most cited documents, authors, organizations, journals, and countries. Furthermore, the investigation examines the influential studies that furnished scientists with essential knowledge and identify the current research trend of the research subject. Conclusions: Based on the results, the study proposes theoretical and practical implications, encouraging academics to further integrate the concept with various communication and marketing theories, as well as the retail marketing context, to gain a better understanding of its complex impacts.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2001년도 추계 컨퍼런스: 인터넷 비즈니스 환경에서의 디지털 컨텐츠 기술 발전 및 활용을 위한 컨퍼런스
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• pp.32-59
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• 2001

기획된 글, 그림 사진, 동영상 등 커뮤니케이션 매체에 담겨진 내용 (중략)

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2001년도 추계 컨퍼런스: 인터넷 비즈니스 환경에서의 디지털 컨텐츠 기술 발전 및 활용을 위한 컨퍼런스
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• pp.76-112
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• 2001

Web personalization entails the creation and dissemination of person- or group-specific content -- including, but not limited to, advertising, marketing campaigns, cross- and up-sell recommendations, or service and support information. (omitted)

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2001년도 추계 컨퍼런스: 인터넷 비즈니스 환경에서의 디지털 컨텐츠 기술 발전 및 활용을 위한 컨퍼런스
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• pp.113-133
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• 2001

o e-Business의 성공 요인 - User 가 누구인지를 기억 - User와 관계되는 서비스를 즉각적으로 제공 o 개인화란 - 각각의 고객과 e-Business 간의 상호작용을 지원하기 위해 - 고객 정보와 개인화 기술을 사용하는 것 (중략)

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2001년도 춘계 Conference: CRM과 DB응용 기술을 통한 e-Business혁신
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• pp.11-30
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• 2001

고객 정보를 이용해서 고객과의 관계를 유지, 확대, 개선시킴으로써, 고객의 만족과 충성도를 제고하고, 기업 및 조직의 지속적인 운영, 확장, 발전을 추구하는 고객 관련 제반 프로세스 및 활동을 의미 함. (중략)

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2001년도 춘계 Conference: CRM과 DB응용 기술을 통한 e-Business혁신
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• pp.183-192
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• 2001

eCRM은 인터넷 상의 고객의 행동을 파악, 가치있는 고객 세그먼트를 찾아내고, 이들에게 타겟 마케팅을 실시함으로써 기업의 수익성을 높이거나, 마케팅활동을 자동화함으로써 고객관리 프로세스의 효율성을 높이는 일련의 과정 (중략)